NFL Players Take Touchdown Celebrations Very Seriously in First Campaign of the Season

The players enlist celeb coaches J.B. Smoove and Andy Garcia

With the NFL season upon us, players are putting a lot of thought into what really matters: how to celebrate after scoring a touchdown.

In the first campaign for the new season from agency Grey New York, entitled “Get Ready to Celebrate,” NFL players are taking these touchdown celebrations very seriously, enlisting some outside coaching for ideas.

In a spot debuting this Sunday during the Sunday Night Football matchup between the New York Giants and the Dallas Cowboys, actor Andy Garcia displays a Stringer Bell-esque fondness for burner phones while sharing secret celebratory plans with Los Angeles Rams running back Todd Gurley.

A second ad features comedian J.B. Smoove advising Carolina Panthers running back Christian McCaffrey on a fanciful, and wildly impractical, routine.

“Celebrations have become something our fans look forward to, something new to savor after a score,” NFL director of advertising Sam Howard said in a statement.

As the season continues, the campaign will roll out with more ads featuring different combinations of NFL stars and celebrity touchdown celebration coaches. In addition to broadcast spots, the campaign will include online video, social media, public relations and team activations around the touchdown celebration theme.